• by Wayne Friedman , Staff Writer, March 15, 2010

In a less-digital TV world, commercial breaks served a dual purpose -- to pitch products and services, as well as provide the consumers time for a nature break, or another quick activities.

Now, in a more time-shifted and more-digital TV world, it appears we're just adding more media consumers' chores to the mix -- texting, emailing, surfing and talking on the phone.

Media research has shown that though more new media platforms are created, there seems to be more time devoted to all of them.

The current DVR television landscape is still only in one-third of U.S. TV homes. So there are plenty of those viewers taking traditional TV breaks. Apparently, the same goes for Canada.

During the goal medal Olympic hockey game recently, the hockey-happy city of Edmonton, Alberta, noticed a big rise in water usage at the end of the first period, at the end of the second period, and at the end of the third period -- all attributed to beer consumption.

But why not during periods of action? Commercial loads may be lower on Canadian TV than in the U.S for certain games. During the Olympics, there were no TV commercials during the periods themselves.

No doubt, few wanted to miss any commentary, highlights or other tangential parts of the country's favorite big sport, which accounts for the higher -than-expected usage of water, Edmonton city officials observed.

We can only wonder what will happen to municipalities around the world with the upcoming World Cup soccer this summer -- a sport which has virtually no stops in the action -- and their water usage.

And, with more media platforms growing every day, consumers will be further compelled to squeeze in all the activities media researchers say we'll be doing.

Take a pee? I'll be looking for some help -- maybe a yellow card from a referee.